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PARIS — Virgil Abloh has added a new role to his CV: creative adviser for sustainable innovation design at Evian.
The founder of Off-White and creative director of Louis Vuitton’s men’s line is to help the mineral water company, owned by Danone, make its design process more sustainable.
“Evian is an iconic brand with a strong heritage in fashion and creativity,” the designer said in a statement. “Its sustainability ambitions align with my own. Together we can push boundaries and explore new areas of revolution, paving a better future for generations globally.”
The announcement comes as Evian steps toward its goal of becoming a 100 percent circular brand by 2025: By this date, the company aims for all its water bottles to be made out of recycled plastic.
According to the statement, Abloh will both help design Evian future products and “use his wide-scale platform to engage his audience and raise awareness around the importance of innovation in design and sustainability.”
Announcing the collaboration via its Instagram account, Evian playfully riffed on Abloh’s signature quotation marks: on a makeshift Evian business card, the designer’s name is followed by his new title, “Creative Adviser.”
“Virgil is a creative innovator who has a degree in civil engineering and a

The line was half a block long, not an unusual occurrence at Gagosian Beverly Hills, but certainly one that hasn’t happened since its Oscar week opening featuring Damien Hirst in February. Wednesday night’s opening of “America Too,” the third collaboration between Takashi Murakami and Virgil Abloh, drew a small army of fans, most of them young and several of them famous.
Travis Scott, Kourtney Kardashian, Usher, Kid Cudi, Orlando Bloom and Luka Sabbat were spotted in the crowd, which was sizable inside, though nothing compared with the orderly throng outside. They were let in a handful at a time, making it possible for as many fans to take in the event as possible.
Many of the artworks themselves, in a variety of media, were also oversize, including the giant “Material Too,” a take on the American flag, that hung in the center of the North Gallery. It was probably also the biggest number of iPhones seen at an art opening, as young fans excitedly Instagrammed themselves in front of the colorful works, including Murakami’s iconic rainbow flower, onto which the signature arrows of Abloh’s Off-White label were overlaid, or “Arrows and Flower Neon Sign” and a rotating piece that blinked like a

PARIS — It took just four years for Virgil Abloh to go from staging his first showroom presentation in Paris for his streetwear label Off-White to being named men’s wear designer for Louis Vuitton, the world’s biggest luxury brand.
But as far as the Chicago-born designer is concerned, his debut for the label on Thursday will mark year zero in terms of his fashion career. “To me, this is like my first show. Everything was sort of leading up to this,” Abloh said in an interview at the Vuitton studio on Tuesday.
“This is ‘life’s work’ territory, to distill, to be metaphoric in a poetic way,” he added, comparing it to Martin Margiela’s debut, when the Belgian designer laid out his groundbreaking design aesthetic. “For me it’s the same, but I gotta find myself, so this is myself on display and it’s simply about letting people see my silhouette.”
That might sound presumptuous, but Abloh is right about the scale of the task. His debut collection for Vuitton, the largest and most profitable brand in the LVMH Moët Hennessy Louis Vuitton conglomerate, is being hyped as the beginning of a new chapter in fashion history: the moment when streetwear crashed the hallowed halls

Virgil Abloh and Kim Jones both have relationships with soccer — or football.
Jones has said he really doesn’t like football but appreciates the aesthetics. For his World Cup collection for Nike, he wanted to rework the typical uniform and infuse London punk style of the Seventies and Eighties into the collection.
Titled “Football Reimagined,” the assortment includes training shorts, hoodies, jackets and a pair of the Nike x Kim Jones Air Max 360 High.

Kim Jones x Nike Lab
Brett Lloyd

“That whole punk era was all about proportions that gave power to the wearer. I was inspired by the idea of DIY of the time — cutting up and putting things back together — to create something new,” Jones said.
Abloh recalls high school soccer matches and for his collection, titled “Football, Mon Amour,” he mixed lifestyle with sport typography and designed the Nike x Off-White Zoom Fly Mercurial Flyknit.
“The great thing about the vocabulary and history of football is that aesthetically it has its own look,” Abloh said. “I was always inspired by the way European teams have a sponsor printed over the chest. When I was working on this collection, I wanted to celebrate the different variants of typography.”
Jones’ collection will be released

“For me, Off-White is a diary,” says Virgil Abloh. Judging by the response Kanye West’s right-hand creative has had since launching the label back in late 2013, it’s a journal that a lot of people are keen to open up. Tomorrow Abloh will present the brand’s third women’s collection at the Galerie Joseph on Rue de Turenne, a lineup stemming from a simple, even stark, jumping-off point: the white T-shirt and jeans.

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Photo: Courtesy of Off-White

For Spring ’16 (dubbed Off-Day), Abloh has tapped into fashionable women’s newfound affinity for dressing down. Gone are the days of Going-Out Tops; sneakers are a staple of the industry’s most boldface front rows. And so the designer came to re-examine the iconic combo, embracing tees—a garment that served as one of Abloh’s earliest forays into fashion with his popular Pyrex Vision styles—and denim. This summer he headed out to San Francisco and plumbed the depths of Levi’s 150-plus-year archive; for Spring he’s collaborated with the heritage brand on retooled vintage pieces, patchworking “pure denim that hasn’t been indigo-dyed, with jeans that have been worn.” Other elevations of the workwear staple will include a denim evening gown, while your basic Hanes shirt will find new life in pieces created in collaboration with New York City artist (and Alldayeveryday art director) Othelo Gervacio. The pair borrowed elements from the rich visual vocabulary of the Grateful Dead, repainted by Gervacio onto garments, ripped to shreds, and tied back together.

As Abloh tells Vogue.com, “I’m 35, I like nice things, I like special things, and I think the old way of couture has a different relation to culture. For me, a pair of jeans that are custom-made with a person in mind, that have all these details—and as a designer I can go down the rabbit hole and create something special—that’s the spirit that I’m trying to unveil in Off-White.”